Winner in the 'Knowledge, Information and Communication Systems Management' category in 30th Case Centre Awards, organized by The Case Centre (TCC), U.K.

Big Data Strategy of Procter & Gamble: Turning Big Data into Big Value

Global Economic Impact of Coronavirus – Assessment and Mitigation (B)
Case Code: ITSY091
Case Length: 14 Pages
Period: 2010-2017
Pub Date: 2017
Teaching Note: Available
Price: Rs.600
Organization: P&G
Industry: Fast Moving Consumer Goods
Countries: US; Europe; Global
Themes: Big Data Strategy, Digital Transformation
Global Economic Impact of Coronavirus – Assessment and Mitigation (B)
Abstract Case Intro 1 Case Intro 2 Excerpts


The Procter & Gamble Company (P&G), a leading consumer packaged goods company, was regarded as a pioneer in extensively adopting big data and digitization to understand consumer behavior and facilitate quick decision making. All its activities – internal communications, consumer research, product development, production systems, supply chains, marketing and promotions, and customer relationship management – sought to leverage data. According to analysts, this digitization drive had resulted in P&G becoming more nimble and efficient. The individuals mainly credited for this feat were the company’s former Chairman and CEO, Bob McDonald (McDonald), and Chief Information Officer (CIO), Filippo Passerini (Passerini).

With Passerini stepping down in June 2015, Linda W. Clement-Holmes (Linda) who had previously acted as P&G’s Global Information & Decision Solutions Officer, took charge as the new CIO. According to P&G’s top management, digitization and analytics had helped the company save billions of dollars and was a key to its quick launch of products. Experts too thought that P&G ....

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